Streaming platforms have been waging a war for consumer attention over the past five years, resulting in 85% of US households subscribing to at least one service. But it’s sports that may be driving the next seismic shift in how people watch TV.

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But it’s also the emergence of exclusive sports streaming deals that’s driving this shift, with big media companies pursuing rights to build audience engagement and mitigate escalating operating costs across linear and digital channels. This year, NFL Thursday Night Football became exclusively available on Amazon Prime Video; and in February, ESPN announced a joint venture with Fox Corp and Warner Bros to launch Venu Sports, which will feature a range of live sports content.

While original sports documentaries and other non-live content had previously been the main focus for streaming services to attract audiences, Jack Genovese, a sports-rights expert at Ampere Analysis, says this move by Netflix felt significant because it signals a greater emphasis on bringing in subscribers. Long broadcasts paired with additional supplemental content—pre-game shows and post-game analysis—can increase the time fans spend on the platform, which is critical for increasing monetization opportunities.